You can DO this! Social media is made for the little guy

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My team and I do online and in-person training in social media for tourism and hospitality at Tourism Currents - http://www.tourismcurrents.com

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  • If Facebook was a country, would be 3 rd largest in the world (women over 55)
  • Social before: WOM & online review sites (77% read hotel reviews) 52% Liked a FB Page specific to an upcoming vacation, 59% posted a FB status update about an upcoming vacation. Social during: 72% post photos, 46% check in to a location, 70% update their FB status Social after: About 40% post reviews, 76% put vacay photos onto a social network Lab42 market research on Mashable
  • Top 5 uses of smartphones during travel, in order: Photos, Maps, search restaurants, search activities and attractions, check in prior to flight Lab42 market research on Mashable Mobile, cont. The average tablet user spends 13.9 hours per week with the device. (Source: OPA ) Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33328/21-Internet-Marketing-Stats-That-Will-Blow-Your-Mind.aspx#ixzz204S9ngMq
  • You can DO this! Social media is made for the little guy

    1. 1. You Can DO This! The Social Web is Made for the Little Guy Sheila Scarborough@SheilaS @SheilaS@TourismCurrents @TourismCurrents
    2. 2. Whats in this for you? ● Getting buy-in from superiors ● Straight talk about ROI ● Getting comfortable with technology ● Dealing with negative feedback ● Fitting social into your overall strategy ● Keeping up with the pace of change@SheilaS@TourismCurrents
    3. 3. ISSUE: Top-level support@SheilaS@TourismCurrents
    4. 4. Dear Boss,Heres why Facebook iswork....@SheilaS@TourismCurrents
    5. 5. Why social media?Thats where your market is Americans spend more time on social media than volunteering, praying, talking on the phone, email or exercising. Source: Forrester@SheilaS@TourismCurrents
    6. 6. Why social media? Its where travelers are@SheilaS@TourismCurrents
    7. 7. Why social media? Your market uses mobile devices for it@SheilaS@TourismCurrents
    8. 8. @SheilaS@TourismCurrents
    9. 9. Why social media? Free (or budget-friendly,) BUT....@SheilaSIts free kittens, not free beer@TourismCurrents
    10. 10. Why social media?DATA@SheilaS@TourismCurrents
    11. 11. d ia ? l m e so ciaW h y@SheilaS@TourismCurrents S E O
    12. 12. So, can we stop asking Why Social Media now? ● Your market is there ● Travelers are there ● Mobile + social = stratospheric growth ● You can measure it down to gnats patootie (but know WHAT to measure) ● SEO help - get found.@SheilaS@TourismCurrents
    13. 13. Issue: ROI n@SheilaS@TourismCurrents
    14. 14. Return - Investment Investment = % ROI@SheilaS@TourismCurrents
    15. 15. Anything else =Horse Manure ROI@SheilaS@TourismCurrents
    16. 16. You cant measure your ROI unless you have 2 things....@SheilaS@TourismCurrents
    17. 17. Goals@SheilaS@TourismCurrents
    18. 18. Metrics(KPIs)@SheilaS@TourismCurrents
    19. 19. Example: Whats the ROI of aCVB/DMO blog post series on lodging in Huntsville? (Ans: depends on your goals for it.)@SheilaS@TourismCurrents
    20. 20. Possible goals for online content about lodging in Huntsville ● More interest in overnight stays and hotel room bookings. ● More search engine visibility. ● Greater interest in Huntsville from meeting planners in neighboring states.@SheilaS@TourismCurrents
    21. 21. Possible metrics/KPIs ● Click-through count to hotel offers landing page, booking engine, etc. ● Conversions - bookings ● Keyword ranking for 3-5 key terms ● Brochure downloads or email opt-ins ● Event planner inquiries by location@SheilaS@TourismCurrents
    22. 22. Issue:Technology@SheilaS@TourismCurrents
    23. 23. You already know the hard part .... What do I SAY?@SheilaS@TourismCurrents
    24. 24. R A E A G L E L ? Y ?@SheilaS@TourismCurrents
    25. 25. Lead, Follow, or get out of@SheilaS the way@TourismCurrents
    26. 26. @SheilaS@TourismCurrents
    27. 27. Issue: Socialmedia culture &etiquette@SheilaS@TourismCurrents
    28. 28. What about negative feedback?@SheilaS@TourismCurrents
    29. 29. Issue:Fitting social intoyour overall strategy@SheilaS@TourismCurrents
    30. 30. Step 1:Who is your market as a destination, attraction, lodging or business?@SheilaS@TourismCurrents
    31. 31. Step 2: What are someof the typical people in your market like? (Your "ideal visitor" or "ideal guest")@SheilaS@TourismCurrents
    32. 32. Step 3: Where is your market in social media right now? (Bonus: where might they go in the future?)@SheilaS@TourismCurrents
    33. 33. Step 4: How can you best engage with them on the social web, where they are right now?@SheilaS@TourismCurrents
    34. 34. Step 5: Revamp communications plans to include one or two social channels. Set simple goals. Proceed.@SheilaS@TourismCurrents
    35. 35. @SheilaS@TourismCurrents
    36. 36. Once you getpeople somewhere, what do you want them to DO?@SheilaS@TourismCurrents
    37. 37. Where are the best places online to tell the story of my destination?What is the best tool to do so & how do I integrate with other efforts? Think like a multimedia publisher.... because you are.@SheilaS@TourismCurrents
    38. 38. @SheilaS@TourismCurrents
    39. 39. Answer: Its not about the tools.Its about the application of the tools to YOUR market & communications plan.@SheilaS@TourismCurrents
    40. 40. Issue: Keeping up@SheilaS@TourismCurrents
    41. 41. ABT: Always Be Training@SheilaS@TourismCurrents
    42. 42. Resources BusinessWeek (yes, a magazine!) Mashable.com SocialMediaExaminer.com #tourismchat & #SoMeT12 on Twitter@SheilaS@TourismCurrents
    43. 43. Youre building a plane while it flies@SheilaS@TourismCurrents
    44. 44. Make No Little Plans@SheilaS@TourismCurrents
    45. 45. Photo Credits ● Tiny frog: Anna Tesar, Flickr ● Goal: stefuhnee_kay, Flickr ● Boss: Binder.donedat, Flickr ● measuring spoons: JohnTWang, Flickr ● hand w/pen: Smithsonian, Flickr Commons ● Woman w/mic: ● Mobile: BJ McCray, Flickr ● drain: KOMUnews, Flickr ● cat + beer: pinguino, Flickr ● Cookie BJ McCray, Flickr ● Matlock: MTV.com ● puzzle: walkn, Flickr ● Manure: markyweiss, Flickr ● pace of change: JDHancock, Flickr ● Ferris wheel: Brooklyn Museum, Flickr Commons@SheilaS@TourismCurrents
    46. 46. Thank You!@SheilaS Sheila Scarborough@TourismCurrents Tourism Currents

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